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  • Sourabh Soni thinks this is interesting:

After identifying the villain and introducing the hero, the next step in the Apple narrative is to show how the hero clearly offers the victim—the consumer—an escape from the villain’s grip. The solution must be simple and free of jargon. Visit the Apple site, for instance, and you will find the top reasons “why you’ll love a Mac.”6 The list includes specific benefits and largely avoids complicated technical language. As a case in point, instead of saying that a MacBook Pro comes with an Intel Core 2 Duo 2.4 GHz, 2 GB, 1,066 MHz, DDR3 SDRAM, and a 250 GB Serial ATA 5,400 rpm, the site lists direct benefits to the...